Case Study: Turning Point Pen Company

Handcrafted Pens. National Recognition.

About Turning Point Pen Company

Turning Point Pen Company creates bespoke, handcrafted pens that merge artistry with functionality. Every piece is unique, made with precision craftsmanship, and designed to be both collectible and practical. Their products have earned admiration not only from customers but also from national leaders — culminating in a feature at the White House.

The Challenge

As a niche artisan brand, Turning Point needed to:

  • Increase visibility and reach new audiences beyond word-of-mouth.

  • Test which products resonated most with customers.

  • Develop a scalable social media presence.

  • Drive new client acquisition through email and digital outreach.

Our Approach

XbrandLabs provided a multi-channel growth strategy tailored for artisan e-commerce:

1. A/B Testing for Products

  • Tested variations of product imagery, descriptions, and promotions.

  • Identified best-performing SKUs and messaging to maximize conversions.

2. Social Media Development & Outreach

  • Built a cohesive social presence with lifestyle photography + storytelling.

  • Engaged with collectors, artisans, and communities to expand organic reach.

  • Ran targeted campaigns to highlight premium craftsmanship.

3. Email Marketing & Nurturing

  • Designed email campaigns to showcase new releases and artisan stories.

  • Segmenting audiences (collectors vs. casual buyers) for higher engagement.

  • Used personalized offers to convert interested leads into buyers.

Results

✅ Increased customer base with new buyers acquired through social + email.
✅ Boosted conversion rates via product A/B testing.
✅ Secured national recognition, including a feature at the White House.
✅ Strengthened brand identity as a premium artisan pen company.

Key Takeaways for Artisan & Product-Based Brands

  • A/B testing is crucial. Small changes in imagery or messaging can greatly impact sales.

  • Social storytelling builds trust. Customers connect with the maker, not just the product.

  • Email is a revenue driver. Personalized campaigns nurture loyal buyers and repeat sales.

  • National recognition amplifies growth. PR + press moments extend far beyond one event.

Services Used

  • A/B Product Testing

  • Social Media Development & Outreach

  • Email Marketing

  • PR Amplification

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